Description:

Only Good was the first-to-market personal wash brand in grocery with a 100% natural and palm-free product range, back in 2015. After several years with no real innovation, Only Good’s presence had waned. With a renewed drive to reclaim their position as market leaders, they completely overhauled their product from the ground up whilst staying true to their ‘100% good, inside and out’ ethos. Fragrances were refreshed to be made entirely from natural ingredients. A contemporary and elegant bottle form was created to be fully recyclable from sustainable sugar cane, here in New Zealand.

The challenge was to create a brand and packaging that captures their sustainable transparency whilst feeling elevated and desirable.

The solution was refreshingly simple. By utilising the power of the Only Good name by incorporating the logotype within each product's description on pack, we made a statement with as little fuss as possible. This approach is carried across campaign messaging and advertising for a strong, clear, and consistent brand. Supporting copywriting on the pack reinforces their sustainable ethos. Singular colours are used on each SKU, informed by its ingredients, for honest simplicity.